TVS Motor Company has launched an ad film in the South markets for its StaR City+ motorcycle, featuring brand ambassador and Indian cricket captain MS Dhoni. Joining him in the film targeting festive buying ahead of the Pongal and Sankranti festivals, is South-based movie choregrapher-director Prabhu Deva.
The campaign, which airs in Kannada, Tamil and Telugu, has been conceptualised by McCann Erickson. It was preceded by a teaser (below) that did not reveal Prabhu Deva.
The reveal film (top) features Dhoni inaugurating a TVS showroom. He walks in and admires a StaR City+, when the dealer insists that he must take the first ride. The cricketer hesitates, as he’s dressed in traditional attire (veshti) and unsure of how to ride a bike while wearing it. Thanks to Prabhu Deva and his gang of dancers, Dhoni gets an education on folding the veshti and riding the bike. The duo shake a leg together before taking off on a joyride on two StaR City+ bikes, while the film invites users to celebrate Pongal (or Sankranti) in style with the stylish bike and highlights some of its features.
Client: TVS Motor Company
Brand: TVS StaR City+
Marketing: Arun Siddharth, Vikas Sikka, Udaibir Singh Dhillon, Garima Malik